Ethos

REPRESENTATIONS OF ETHOS
AS CONSTRUCTED BY
TEXT- IMAGE SYNERGY IN
A CORPORATE WEBSITE
Hala Tawfik Sorour maklad
Associate Professor of Linguistics,
Department of Languages
SADAT ACADEMY FOR MANAGEMENT SCIENCES
APETAU Fifth Internatioal

Conference, Amman, Nov. 14-16,
2015
OUTLINE
On Corporate website
Purpose
Defining Terms
Questions of the Study
Corpus
Framework of Analysis
Results: Ethos Dimensions and Appeals
Concluding remarks, pedagogical implications
and limitations.
2015
ON CORPORATE
WEBSITE
A multi-purpose genre with informative and persuasive

goals.
A promotional tool to reach out to stakeholders, provide
information about products and services, offering frontend marketing information;
A channel for self-presentation, creating credibility or
Ethos.
The website selected belongs to Crdit Agricole Egypt, a
subsidiary of Crdit Agricole Group, a universal customerfocused bank in France specialized in Retail Banking.
2015
Purpose of the Study

Highlighting the Ethos of the
bank as constructed in the
webpages through analyzing the
verbal-visual synergetic patterns
that communicate bank-related
credibility appeals.
2015
Corporate Ethos
Ethos refers to the persona, or projected
character of a communicator (Higgins &
Walker, 2012, p.197);
It invites the audience to grant credibility and
trustworthiness to the corporate, and gives
authority on the basis of ones perceived
competence, virtue, and goodwill
(Hartelius & Browning , 2008, p.29).
2015
Dimensions of Ethos
The Ethos model adopted is based on
Isaksson and Jrgensens Ethos Model
(2010), McCroskey and Youngs source
credibility dimensions (1981), and
McCroskey and Tevens analysis of
goodwill construct (1999).
Given the dynamic nature of ethos, the
study investigates Ethos of the retail
Bank along three dimensions:
2015
First: Competence
Conveyed through two appeals with
the communicative purpose of SelfPromoting:
Knowledge: showing professional
knowledge of efficient know-how;
Capabilities/Resources: reflecting
abilities and attributes.
2015
Second: Trustworthiness
Communicated through three appeals
serving the purpose of Self-Portraying:
Prowess: signifying special expertise in
the practicalities of banking business.
Integrity: displaying the Bank honesty.
Boldness: showing the Bank tenacity
and firmness in its dealings.
2015
Third: Caring
Manifested through three appeals with the purpose of
showing Altruism:
Generating Gain: presenting products and services
that bring financial and non-financial gains to
customers;
Addressing Needs: presenting products and
services that soothe concerns and answer needs of
customers.
Bringing Joy: displaying the Banks ability to create
joy and pleasure for customers.
2015
Text-Image Synergy
Text: verbal part only;
Image: visual element only, i.e.
pictures;
Synergy: the interaction or
cooperation of the two modes to
produce a combined effect
greater than the sum of their
separate effects
2015
Questions of the Study

To what extent can Text-Image
synergies contribute to constructing
the representations of Ethos
Dimensions?
What are the Ethos Dimensions and
Appeals represented in Corporate
Home Pages (CHPs) and Corporate
Underlying Pages (CUPs)?
2015
Methodology: Corpus
Thirty SHOWCASES are collected from the web

pages of Credit Agricole Egypt (CAE) bank,
January-June 2015;
Point of Departure: CORPORATE HOME PAGE
(CHP) for being the cover of a corporate Website
and the gate to a hyper-document, and a effective
start for constructing the Ethos appeals.
CHP includes menus that lead to mini-home PAGE, or
CORPORATE UNDERLYING PAGE (CUP) that
provides more specific information.
2015
Corpus
All the website pages are made of
only two semiotic resources: Image
and Text.
Both Image and Text are displayed in
a SHOWCASE a framed window
- situated at the center of the PAGE.
2015
Corpus
Divided into:
1- Four moving showcases on the
Corporate Home Page (CHP)
2- Twenty-six moving and still
showcases on Corporate
Underlying Pages (CUP).
2015
Corporate Homepage
Four moving showcases: Personal Banking, Fidele
Club, Private Banking, and Corporate Banking.
Two types of text in the showcase:
1. Main heading, H1, highlighting the provided
service.
2. Sub-Heading, H2, a caption.
Text-Image Synergy can be formulated as:
{[H1 + H2] + I} = Representation
. [H1 + H2] is the Given, while I is the New.
2015
CHP

2015
Corporate Underlying Pages (CUPs)

Twenty Six showcases promoting Accounts and
Savings, Loan programs, bancassurance,
corporate and private banking services and
Fidele Club services;
CUPs displays two types of text:
1. Main heading, H1,
2. Sub-Heading, H2,
Text-Image Synergy is formulated as:
{I + [H1 + H2]} = Representation

2015
CUP

2015
Grammar-based Approaches to
Text-Image Relations
Clause Transitivity (Halliday and Matthiessen,
2004/2014): correspondence between visual
transitivity and grammatical transitivity (Kress
and van Leeuwen, 2006);
Logico-Semantic Relations:(Halliday and
Matthiessen, 2014): text and image could be
complementing or completing one another,
under clause-combining relationships:
Projection and Expansion (Halliday and
Matthiessen, 2014, pp. 443-444).
2015
Framework of Analysis
Drawing on taxonomies of Martinec and
Salway (2005), and Kong (2006), the
study adopted three analytical procedures:
Text-Image Status, i.e. Relative
Importance of text and image.
Logico-Semantic Relations;
Metaphorical nature of Text and Image
mixtures (verbo-pictorial metaphor).
2015
First: Text-Image Status

1- Equal Status: an entire text is related to an entire
image (Martinec & Salway, p. 343):
Complementary Equal Status: a combined
meaning marked by a single process
configuration carried by both Text and Image: {one
process + participants + circumstances};
Independent Equal Status: no connection between
Image process and Text process;
2- Unequal: sub-classified as image subordination, or
text subordination
2015
Second: Logico-Semantic Relations

1- Expansion: Elaboration, Extension,
Enhancement
2- Projection: Image projects speech or thought
3- Decoration :Image decorates the message, yet
it can elicit emotion-laden reactions that may
precede cognitive awareness and influences
interpretation of the messages (Richards and
David as cited in Kong, p.214).
2015
Third: Metaphorical
Nature
Verbo-Pictorial Metaphors: a multi-modal

metaphor with one of the domains (target or
source) is realized verbally, and the other is
realized pictorially (Forceville, cited in Kong
221)
A conceptual metaphor is shorthanded as:
CONCEPTUAL DOMAIN/TARGET A IS
CONCEPTUAL DOMAIN/SOURCE B
(Kvecses 4).
2015
Results: Dimensions of
Ethos
Caring: 20 showcases (66.7%);

Competence: 6 showcases
(20%);
Trustworthiness: 4 showcases
(13.3%).
2015
First Dimension: Caring

Bank tendency to show Altruism
through emphasizing that its main
concern is taking care of the
customer, via three appeals:
(a) addressing needs (11
showcases),
(b) bringing gain (7 showcases),
and
2015
Addressing Needs
Constructed in 11 blends presenting Loan
Programs, Bancassurance, Travel Insurance
Program and Business Cards, and Trade Finance;
Each Text-Image synergy highlights a different
kind of financial program to satisfy
customers need for both financial and
emotional support.
Examples of Representation formulas are:
2015
LP3: {I: A family with a dazzling smile, skipping

happily (is addressed by) [H1: Cash Loan + All You
Want, Right Now]} = Financial Support +
Fulfilling dreams.
Complementary equal status: Verbal Process Configuration: {Recipient (Beneficiary) + Verbal Process + Sayer +
Verbiage}
Logico-Semantic Relation: Projection Sayer (H1) + Verbal Process + Recipient (I)} is the Projecting and H2 is the
Projected.

2015
{I: A Backgammon + [H1: (with) Retirement Investment

Plan + H2: Invest in your peace of mind]} = Increase of
Money + Peace of Mind
Unequal Status as part of the Text is figuratively represented by the Image
Logico semantic relations: Expansion/Extension where Image (backgammon) is
adjoined to the Text
Metaphorical Element:
RETIREMENT INVESTMENT PLAN IS BACKGAMMON Concept: peace of mind.

2015
Bringing Gain
Through 7 showcases, presenting
Accounts and Savings, CAE Bank appeals to
customers through generating not only
financial gain but also other types of
gain brought virtually and
metaphorically.
Example of representations constructed by
Text Image synergy tend to be as follows:
2015
AS1 {I: a chocolate cake sliced into months on a plate + Caption

written on the plate (Treat yourself with a monthly return) +
[H1: One Year Time Deposit + H2: Enjoy Monthly Return on Your
One-Year Time Deposit} = Regular Income + Virtual Sweetness
Complementary Equal One process configuration: {I: Token + Relational Identifying
Process + H1: Value}.
Expansion/Enhancement: text (H1) provides circumstantial information on how to
enjoy both chocolate cake and monthly return, as shown in the Image
MONTHLY RETURN IS CAKE; Concept: sweetness

2015
AS4 {I: Xylophone with wooden bars on which interest rates along with upward arrows are engraved, and its special
sticks (represents) + H1: Saving Accounts (where) H2: The More You Play The More You Gain} = Increase of Income +
Virtual Melody
Complementary Equal One process configuration: {I: Token + Relational

Identifying Process + H1: Value}.
Expansion/Elaboration Image provides further specific information about
the product mentioned in the Text.
SAVING ACCOUNT IS A XYLOPHONE; Concept: enjoyment.

2015
Bringing Joy
Through 2 showcases, CAE
attempts to create pleasure to
clients through Fidele Club
services established for
distinguished clients to offer them a
world of privileges tailored to suit
their needs and lifestyle, as put by
the bank.
2015
CHP2: {[H1: Fidele club (represents) H2:

The Art of Banking] (the sum of both is
represented by) I: a flourishing tulip
flower} = Exquisitence
Complementary Equal: Relational Identifying process configuration where
the Image is the Token and the Text is the Value;
Expansion/Elaboration: Image identifies the Text by implying qualities that
would bring enjoyment for the customer.
FIDELE CLUB IS A TULIP; Metaphorical Concept: exquisiteness

2015
Second Dimension: Competence

Two appeals are represented:
Capabilities/Resources (5
showcases)
Knowledge (1 showcase)

2015
Capabilities/Resources
Represented in five showcases
showing the Bank capable way
of performing, praising and
recommending its products and
services;
This is manifested in the following
showcase
2015
Complementary Equal Status : One process configuration: Identifying Relational

PB2: {I: Four collars differently tailored (represents/symbolizes) [H1: What We Do (is offering) H2: Tailored Banking
Process
Solutions]} = Special Treatment and Precision
Expansion/Elaboration: Tailored Solutions explains the Image Tailored Collars
Metaphor: BANKING SOLUTION IS TAILORED COLLAR; Concept: precision,
special treatment for clients.

2015
Knowledge
CB2: {I: Part of a freight vessel +
[H1: Egypt-Import-Export Website
(is) H2: Your Gateway to a World Of
Business Opportunities]} =
Knowledge Provider

2015
Knowledge
Unequal status where part of the Image freight vessel is related to the text
to classify the Image as Subordinate to the Text.
Expansion/Elaboration as the Text Your Gateway to a World of Opportunities
explains the Image. The Bank is self-presented as a knowledgeable source
that can offer all the trade information required by a business.

2015
Third Dimension:
Trustworthiness
Three Appeals are represented:

Prowess/Special Expertise (1
showcase)
Boldness (2 showcases)
Integrity (1 showcase)

2015
Prowess/Special
Expertise
CHP4: {[H1: CORPORATE BANKING

(is) H2: Your Reliable Partner] (who
discusses) I: projects in business
meetings)} = Prowess

2015
Complementary Equal: one Material process configuration {Bank

(Actor) + attends and discusses (Material) + business projects (Goal)}.
Expansion/Elaboration: Image specifies what the corporate banking
service does as a reliable partner. It indicates that the bank has the
qualifying expertise that enhances its reliability. The image tends to
answer the question how Corporate Banking would be a reliable
partner.

2015
Boldness
CHP3: {[H1: PRIVATE BANKING

(provides/guarantees) H2:
Relationships Beyond Banking] (the
sum of both is represented by) I: an
American eagle spreading its wings
and soaring} = Courage;
Fearlessness
2015
Complementary Equal: Relational Identifying process configuration:

where the Image (Eagle), the Token, respectively represent the Text
(Private Banking + Relationship Beyond Banking; and Confidence) as the
Value.
Expansion/Elaboration the Image metaphorically illustrates the
characteristics of the bank-customer relationship in the Private Banking
Services: bold and daring as an American eagle.
Metaphor: PRIVATE BANKING/TARGET IS A SOARING
EAGLE/SOURCE; Concept: courage and boldness

2015
Integrity
CUP/FC2: {I: red antique couch in a
green landscape + [H1: Eligibility +
H2: Credit Agricole Egypt]} =
Integrity.

2015
Complementary Equal , as the Image, Red Couch, the

Token, may represent the Text, notion of eligibility, the
Value, since the colour red indicates restriction of
movement, implying that Fidele Club services are available
only if one fulfils certain conditions.
Decoration

2015
Concluding Remarks
Thanks to the dominant Ethos Dimension of Caring
(66.7%), CAE presents itself as a GUARDIAN
or PROTECTOR whose primary aim is to address
the needs of the customer and look after their
interests, bringing both gain and joy to them.
This is manifested and reiterated in the verbopictorial metaphors, which, if combined, reveal
a pattern for the conceptual metaphor:
CAE BANK IS THE CUSTOMER GUARDIAN
2015
Pedagogical Implications
Functional use of Text-Image synergies in
rhetoric and business discourse has to be
addressed and discussed in communication
and localisation courses.
Web communicators and localizers need to be
more aware of the functions of interdependent
complementary relation between image and
text in constructing corporate ethos.
2015
Limitations
Findings of the study needs to be verified
through:
(a)unveiling the attitude of potential
customers towards the image-text
synergy and the projected corporate
ethos;
(b)conducting a quantitative study that
includes a larger number of showcases.
2015
THANK YOU FOR YOUR ATTENTION

2015

Ethos

Hochgeladen von

Dokumentinformationen

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Ethos

Hochgeladen von

Copyright:

Verfügbare Formate

REPRESENTATIONS OF ETHOS

APETAU Fifth Internatioal

A multi-purpose genre with informative and persuasive

Purpose of the Study

Questions of the Study

Thirty SHOWCASES are collected from the web

APETAU Fifth Internatioal

Corporate Underlying Pages (CUPs)

{I + [H1 + H2]} = Representation

APETAU Fifth Internatioal

First: Text-Image Status

Second: Logico-Semantic Relations

Verbo-Pictorial Metaphors: a multi-modal

Caring: 20 showcases (66.7%);

First Dimension: Caring

LP3: {I: A family with a dazzling smile, skipping

APETAU Fifth Internatioal

{I: A Backgammon + [H1: (with) Retirement Investment

APETAU Fifth Internatioal

AS1 {I: a chocolate cake sliced into months on a plate + Caption

APETAU Fifth Internatioal

Complementary Equal One process configuration: {I: Token + Relational

APETAU Fifth Internatioal

CHP2: {[H1: Fidele club (represents) H2:

APETAU Fifth Internatioal

Second Dimension: Competence

APETAU Fifth Internatioal

Complementary Equal Status : One process configuration: Identifying Relational

APETAU Fifth Internatioal

APETAU Fifth Internatioal

APETAU Fifth Internatioal

Three Appeals are represented:

APETAU Fifth Internatioal

CHP4: {[H1: CORPORATE BANKING

APETAU Fifth Internatioal

Complementary Equal: one Material process configuration {Bank

APETAU Fifth Internatioal

CHP3: {[H1: PRIVATE BANKING

Complementary Equal: Relational Identifying process configuration:

APETAU Fifth Internatioal

APETAU Fifth Internatioal

Complementary Equal , as the Image, Red Couch, the

APETAU Fifth Internatioal

THANK YOU FOR YOUR ATTENTION

APETAU Fifth Internatioal

Das könnte Ihnen auch gefallen